WTF IS Dovetail?

How TF did we get here?

BARB (Broadcasters Audience Research Board) have been measuring everything that’s watched on TVs since 1981. Since then, the way we watch video content has changed. So, to make sure that we are reflecting modern viewing habits, BARB has launched "Project Dovetail."

Full episodes are available on All4

How TF will it work?

Marking the next phase in the way the industry measures TV viewing, the arrival of Dovetail will allow us to measure viewing on laptops, PCs, tablets and smartphones for the first time. Because of Dovetail, we will now gain a truer picture of the way that TV is consumed in the modern world. If that sounds complicated, it absolutely is! There are a few steps that have to happen to get that much sought after holistic viewing number.

Full episodes are available on All4

TAGS TELL US WHAT PEOPLE ARE WATCHING ON ALL NON-TV DEVICES
Every time someone watches a programme on a VoD player like All4 on a device other than a TV, a tag tells BARB what has been watched and for how long. That means we get an accurate picture of how many people are watching what. However, we don’t know who is behind the tag. Which leads us to the next step…

THE BARB PANEL TELLS US WHO IS WATCHING ON THESE NON-TV DEVICES
As well as recording their TV viewing habits, the BARB panel now tell BARB about everything they will watch when they’re not watching their TV. From this, BARB are able to understand how many people are watching and what demographic profile they fall in to

BARB THEN COMBINE THE WHAT AND THE WHO TO GET A FULL VIEW OF DEVICE VIEWING (AKA THE FULL DOVETAIL NUMBER)

IN TURN, THEY THEN COMBINE THE DOVETAIL NUMBER WITH THE NORMAL BARB NUMBER TO GET AN OVERALL PICTURE OF VIEWING

When TF will we have it?

Some of it’s here now, some of it you’ll have to wait patiently for as BARB are releasing Dovetail in stages

Full episodes are available on All4

STAGE 1 (25TH SEPTEMBER 2018) - Programme average audiences

STAGE 2 (TBC EARLY 2019) - Reach and time spent viewing

STAGE 3 (TBC) - BVoD campaign reach and frequency

Why TF should I care?

This is a major step for the TV industry, as it is the first time that we have had an independent, joint industry way to measure cross-device viewing.

Full episodes are available on All4

FAQ Videos

Still have questions about Dovetail? Fear not, Channel 4 staff are here to help. Click on the videos to find answers to the most frequently asked Questions.